Social Campaign for THC-Spiked Drink Cleverly Treads the Line on Paid Weed Ad Rules

Cann uses no logos or product shots, just mood-boosting ASMR for the eyes

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A cannabis-infused drink called Cann may have created a new ad genre—ASMR for the eyes—with a social campaign that features helium balloons floating skyward, a guy being tickled with ostrich feathers and a woman running her hands through thick shag carpeting.

The mood-elevating posts “allude to the product’s benefits,” said Sarah Betts, creative director at agency Red Antler, with “visceral, dreamy imagery, coupled with mysterious copy.”

One thing missing in the intentionally cryptic work: any mention of the brand name or shots of the product, which flies in the face of traditional marketing.



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